Over the last few months, I have had a string of conversations with different friends about bright coloured and bold socks commonly referred to as happy socks. In particular, I was trying to understand the rationale behind purchasing them as they are on the pricey side, wearing them as they are rather daring and ofcourse the business mechanics and success of the different fashion brands making these kind of socks. Ironically, following on from these conversations, just over two weeks ago, I was lucky to attend a talk where the stylish Nic Haralambous was sharing the journey he has been on, building his luxury men’s style brand – Nic Harry and some thoughts on e-Commerce in South Africa. I thoroughly enjoyed the talk as I found it to be very practical and quite relevant especially as I have a handful of friends with small businesses that have a retail component to them. Hence I decided to pen this article.
The Why and How
One of Nic’s motivations in starting the Nic Harry brand was that he felt that the sock space in South Africa was boring and lacking in imagination. Typical retailers stock bland or plain coloured socks for the most part, hence the bright coloured, fun and bold Nic Harry socks provided (and continue to provide) a fresh and exciting alternative. To differentiate the brand from other similar sock brands, Nic Harry opted for bamboo instead of cotton for the fabric and local South African production as compared to mass production in China. Bamboo has advantages of being organic, eco-friendly and anti-bacterial whilst local production meant job creation in South Africa. Over and above this, Nic Harry have zeroed in on providing exceptional and personalised service, something that typical traditional large retailers and other service providers have spectacularly failed at. For example, the Nic Harry sales team do not wear shoes inside their stores. Why? To stoke the potential customers imagination and make them see, first hand what it looks like to wear the socks and presumably how comfortable they are.
